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[via press release]

Cartoon Network Takes Off the Water Wings for ADULT SWIM

Plenty of Horseplay Expected During Twice-a-Week Late Night Block Aimed at Adults 18-34

On September 2, 2001, Cartoon Network extends its mission as the world leader in animated entertainment when it splashes down with Adult Swim, a new block of animated programming aimed at adults ages 18-34.   The block will air only on Sunday and Thursday nights from 10 p.m.-1 a.m. (ET, PT) and current plans include five new series and new episodes of the beloved talk show, Space Ghost Coast to Coast.

Almost one-third of Cartoon Network’s audience is composed of adults over 18.  For the April-June ’01 ratings period, Cartoon Network showed a 25 percent increase in ratings and a 28 percent increase in delivery in prime time among adults 18-34 over the same period last year.  Cartoon Network’s growth in total day for adults 18-34 was even more impressive, with ratings climbing 33 percent while delivery jumped 46 percent over last year.  Cartoon Network attracts more adults 18-49 than many other basic cable networks, including E, TVLand, CNBC, and VH1.

Adult Swim rotating line-up will be anchored by new episodes of Home Movies, the story of a socially awkward third grader named Brendon Small.  A budding auteur, Brendon writes, directs and acts in short films with neighborhood friends as a way of overcoming his shyness and dealing with the recent divorce of his parents.  Brendon provides telling insight on the dysfunction of the adults in his life using his third grade lens.  Home Movies was originally developed for UPN by Soup 2 Nuts (formerly Tom Snyder Productions).

Adult Swim will feature the return of television’s crankiest talk show host, Space Ghost.  Space Ghost Coast to Coast is the planet’s only late-night talk show hosted by a cartoon superhero.  Fully costumed and on the scene with an array of superpowers, Space Ghost is joined by archenemies Moltar and Zorak, whom he has enslaved as unwilling members of his late-night crew.  The bossy inquisitor grills pop culture luminaries ranging from Al Roker to Beck.  And when Space Ghost is really feeling testy, he vaporizes them with a blast from his power bands.

Also pulling up a chaise lounge for Adult Swim will be a number of new shows developed at Cartoon Network’s Williams St. facility, the launching pad for Space Ghost Coast to Coast.  Sealab 2021 is a kitschy update of a Hanna-Barbera production about an undersea city, featuring the voice talents of Erik Estrada.  Aqua Teen Hunger Force tells the story of an elite group of detectives who happen to be human-sized food products.  Harvey Birdman, Attorney at Law is the world’s first animated courtroom drama, trying the crimes and misdemeanors of the cartoon world, like when Shaggy gets pulled over in the Mystery Machine for “possession.”  Finally, demented space alien Brak returns in The Brak Show, which parodies the beloved tenets of classic family sitcoms but with a wry sensibility and plenty of catchy songs.

The final hour of Adult Swim will include the U.S. television debut of the acclaimed Japanese animé series Cowboy Bebop. Taking place in a future where the population of Earth has migrated into space, Cowboy Bebop deals with the exploits of the ship, Bebop, and its bounty hunter crew as they take on various assignments in a hyperspace world rampant with crime and opportunities.  The show follows the exploits of bounty hunters, Spike and Jet, as they roam the galaxy with their dog, Ein, tracking down criminals.

“From a programming perspective, we wanted to expand our line-up to offer some innovative new shows for our adult fans,” said Mike Lazzo, senior vice president of programming and production for Cartoon Network.  “Animation has never been an art that was solely geared toward kids.   Space Ghost Coast to Coast was created for an adult audience – and it has developed a loyal cult following.  Now, we’ve created a group of shows that we think will become appointment viewing for fans of smart, funny television.”

Adult Swim shows will carry ratings of TV-PG and TV-14.  The block will be packaged differently from other Cartoon Network programming, and will contain bumps at every break to notify viewers of the adult-targeted content.  Adult Swim will be promoted on Cartoon Network only late at night.

“We’re being very careful to delineate Adult Swim from the rest of Cartoon Network’s programming.  We’ll make it very clear that this block is for adults,” said Tim Hall, executive vice president of Cartoon Network.  “We learned that parents and adults were very receptive to this type of programming from Cartoon Network, provided it was appropriately marketed and differentiated from our other programming. With Adult Swim, Cartoon Network is taking a step in a new direction that we think both adults who love animation and advertisers will enjoy.”

Adultswim.com will be the definitive source for all Cartoon Network Adult Swim information. The Web site will also launch on September 2, and will have the same look and feel as the on-air packaging for the Adult Swim block.  Initially, visitors who log onto Adultswim.com will find schedule, show and character information.  The site will evolve to include games and humorous content related to the shows, similar to the network’s main Web site, CartoonNetwork.com.

Cartoon Network, currently seen in 74.6 million U.S. homes and 145 countries around the world, is Turner Broadcasting System, Inc.’s 24-hour, ad-supported cable service offering the best in animated entertainment.  Drawing from the world’s largest cartoon library, Cartoon Network also showcases unique original ventures such as Sheep in the Big City, Courage the Cowardly Dog, Mike, Lu & Og, The Powerpuff Girls, Ed, Edd n Eddy, Johnny Bravo, Cow and Chicken, Dexter’s Laboratory and Cartoon Cartoons.  Since its launch in 1992, Cartoon Network has remained one of ad-supported cable’s highest-rated networks. Cartoon Network’s Web site is located at http://CartoonNetwork.com.

Turner Broadcasting System, Inc., an AOL Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.